Defining your brand's personality in order to guarantee quality and simplify your target's decision-making process. Often times people place too much importance in the power of a logo or a name, but rarely enough on their brand strategy. Collaboratively, I approach branding in 5 phases: 1. RESEARCH (Discovery of you and your brand) 2. DEFINE (Developing your brand personality and strategy) 3. BUILD UP (Concepting of your visual identity and visual language) 4. BUILD OUT (Creating brand touch points and collateral, in print and digital) 5. MAINTAIN (To ensure consistency and relevance as your brand evolves)